The Impact of Preserving Local Cultural Identity on the Intention to Adopt Sustainable Interior Design in Homestays: A Study in the Northeastern Mountainous Provinces of Vietnam

Based on the Model of Goal-Directed Behavior (MGB), this study integrates the concept of preserving indigenous cultural identity into the framework to explain the intention to adopt sustainable interior design among homestay owners and managers. Data were collected from 153 homestays across the Northeastern mountainous provinces of Vietnam and analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) approach. The findings reveal that the preservation of indigenous cultural identity positively influences attitude, subjective norm, perceived behavioral control, and emotion, with desire serving as a mediating construct. More importantly, this study extends the theory of sustainable behavior by demonstrating that socio-cultural values not only shape the cognitive–affective process but also directly impact behavioral intention. These findings affirm that collective cultural identity functions as a fundamental driver of pro-environmental behavior, offering a perspective that transcends purely individualistic motivations within the context of community-based tourism.